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| Author: | Stone, M. Woodcock, N. Wilson, M. |
| Title: | Managing the change from marketing planning to customer relationship management (Marketingplanung) |
| Journal: | Long Range Planning
1996 : OCT, VOL. 29:5, p. 675-683 |
| Index terms: | |
| Freeterms: | KUNDE, MARKETINGSTRATEGIE, KUNDENDIENST |
| Language: | eng |
| Abstract: | This article describes the findings of a research project focusing on the use of information technology in managing customer relationships. Companies need to specify clearly their model of customer management and establish how it fits with their existing model of marketing planning and management. Whatever customers say about relationships with suppliers, it is their behaviour towards suppliers that is most revealing. The paper identifies the stages that a customer relationship may go through, and what the components of the relationships may be. |
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